Apple Music kill off their Apple Music Festival series after a decade

The annual Apple Music Festival in London is no longer, Apple have confirmed.

The yearly series of concerts, starting in 2007 as the iTunes Festival, have seen the world’s biggest stars play to Apple customers and competition winners: Kendrick Lamar, Elton John, Chance The Rapper, Ed Sheeran, Adele, Coldplay, One Direction, Pharrell Williams, and many more.

It is, however, no more – a curious move given both Apple’s current dominance in the music industry, both as tech pioneers, and as gatekeepers to the music itself.

MBW speculate the company will move towards one-off events, or straight sponsorships, such as last year’s 32-date Drake tour.

This article originally appeared on The Industry Observer, which is now part of The Music Network.